论文部分内容阅读
随着中国市场经济的发展.人们普遍的价值观念、消费观念和消费行为不断地发生着改变.在今天.消费者心中一个品牌究竟对于他们意味着什么,品牌将如何影响着他们的价值观念和消费行为?品牌的含义也于此在不断地演进和发展。在精信,我们坚信品牌推广是一个自我演变和发展的过程,需要不断地寻求突出自我,不断创新立意。面临市场上产品的同质程度高,品牌之间的差异越来越微弱的情况下,要求我们不断思考如何创新品牌价值,有时甚至要求我们否定已有的一切,逆向思维品牌推广的方向。精信为方正 Z 系列家用电脑暑期新品上市的广告策划就是个较为典型的成功范例。
With the development of China’s market economy, people’s values, consumer attitudes and consumer behavior are constantly changing.In today, what exactly does a brand mean to them in the minds of consumers and how it affects their values and Consumer behavior? The meaning of the brand also in this continuous evolution and development. In the fine letter, we firmly believe that brand promotion is a process of self-evolution and development, we need to constantly seek to highlight themselves and constantly innovative conception. Faced with a high degree of homogeneity of the product on the market, the more and more weak the differences between brands require us to constantly think about how to innovate brand value, and sometimes even require us to deny everything we have, reverse direction brand promotion. Founder Z series of smart home for the summer listing of new advertising planning is a more typical example of success.